Greater Customer Intimacy Can Be Achieved Through Machine Learning

Retail loyalty has been around since the 1700s, when American retailers gave customers ‘coins’ that they could redeem in-store during a future visit. These were later replaced with stamps and, at the beginning of the last century, box-top coupon cutting was introduced. Later came points, frequent flier miles, and other brand or retailer-specific programmes. In this piece, Steve Grout, director of loyalty, Collinson, explains that although the goal in loyalty has always remained the same, there has been a […]